Gucci, Louboutin and Chanel, how much value is trapped in your wardrobe? Entrepreneur Sharon Wolter-Ferguson is on a mission to liberate it.

Swish touches like a dainty Chanel bag or natty Hermes tie can transform an outfit and kindle consuming desires.

But it’s their prices that promise the most welcome surprise for shoppers popping into virtual marketplace Hardly Ever Worn It.com.

Discounted designer goods are the British site’s speciality. Here all-comers from royalty and A-listers to boutique retailers with excess stock, professional “sellers” and mainstream consumers in 73 countries sell and buy pre-worn or new luxury clothing, bags and shoes.

Catering for women, children and men, the range spans from £10 to £10,000.

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Sellers list their item for free, then subject to the site’s approval it goes live. Payment is held until the buyer confirms receipt, then the buyer is paid, with the site taking a 15 per cent flat commission.

The result of the celebrity and most-wanted brand cultures and of the mountains of stuff many of us acquired during the shop-til-you-drop Noughties wealth boom, HEWI London is a revealing barometer of social trends.

However its roots can also be traced back to the last recession when pre-worn lost its stigma as consumers found themselves more strapped for cash.

“How much value is trapped in your wardrobe?” was the inspired question that kick-started HEWI London as a concept in 2009.

HEWI LONDON

This black Roland Mouret gown has an RRP of £2800, but is on the site for just £775

It came from the firm’s founder and majority owner Sharon Wolter-Ferguson and was aimed at herself.

After a comfortable life among the glitterati in Monaco she was now single and, with two daughters Tatiana and Natalya to support, the three were girls of slender means.

I wanted a site for women like me, searching for something that was easy to use, authentic and safe.

Sharon Wolter-Ferguson

Although she had never run a business, Wolter-Ferguson looked to what she did have to generate income and maintain her lifestyle, namely influential connections and a wardrobe full of must-haves.

But she explains: “When I went to sell them I soon realised how limited my choices were from the available platforms. I’m a good shopper and it was plain here was an opportunity to create somewhere for others who wanted to follow trends without huge outlays and guilt.

“I wanted a site for women like me, searching for something that was easy to use, authentic and safe. I was very clear about what I wanted to feature too, it was not vintage or what you might find on eBay, but upmarket. Our first upload was a Gucci gold bag from Bahrain.”

From a site in 2012 with 600 of her own belongings, all pictures taken by herself and her daughters, HEWI London has grown beyond their wildest expectations. Now based in London, it employs 17 and has £15m worth of ‘steals’.

HEWI LONDON

HEWI features a wealth of discounted designer goods like this Chanel bag

Forty per cent of the items are new and the site turns over £3 million on a 76 per cent year-on-year growth rate.

“Our decision to keep our fees low has been key. Our rivals charge over 20 per cent more than us,” adds Wolter-Ferguson.

The global HEWI London community has created its own dynamic too, bringing customers new friends and networks where they exchange styles, ideas and even meet up. Having her daughters alongside has turned the company into a joint endeavour, cementing its longevity. Now Tatiana, 24, and Natalya, 26, head up the operations and strategy sides and the latter’s appearance in reality soap Made in Chelsea gave HEWI London an ideal launch pad.

But however perfect that exposure, a business needs more to sustain it. Fast growth required investment, especially in the technology, and it has taken over £1 million of Wolter-Ferguson’s funds, and that of a group of investors including fund manager Artemis and advertising supremo Sir John Hegarty.

GETTY

Sir John Hegarty has been fundamental in shaping HEWI London

His insight has been fundamental in shaping HEWI London, she says, including the advice to make the site the equivalent of Selfridges for the pre-worn sector.

“Technology has revolutionised endless industries,” he says. “HEWI is one of those leading ideas that allow fashion followers to become fashion players.”

With such high profile stock and clientele, there was always the risk it could attract hackers and counterfeiters.

Computer firm Dell tested its cyber security, and the team has installed tighter approvals processes, cross- checking sellers IP addresses and an insistence on receipts for top-end items has strengthened its defences.

HEWI LONDON

This Cartier Roadster silver watch retails for £5500, and is on HEWI London for £2795

In recognition of its VIP clientele, HEWI London has now launched an exclusive concierge service for customers with higher value pieces, where it compiles the inventory and photography and their identity is not revealed.

But 30 per cent of items do not make it on to HEWI London. “We are strict with sellers about the condition of goods, they must for example take pictures of the back of heels on shoes and the soles, and they must also be realistic about prices,” says Wolter-Ferguson firmly.

Churning has never been so chic than in the hands of the three women, but why do so many people have stuff they never or barely wear? Is there more to it than bloated affluence?

“Absolutely,” says Wolter-Ferguson who thinks it’s a mix of reasons, from people buying clothes that do not fit then missing the time window to return them to those fancying a change.

“They may have a Gucci bag they like, but then they see another colour and want that. HEWI London gives them the chance to sell the first one and help pay for the second, in our own way we are helping keep the retail world turning.”

HEWI LONDON

The site also caters to men, with cut price Hermes ties among the offering

The latest trend is the increase in male customers, 76 per cent growth in the past year, who have also discovered the site. “Men are very good at knowing what size they are, they are very focused,” she observes.

Recently HEWI London had 300 unworn Hermes ties uploaded. “Normally they would retail at £130 each, but they are on the site for £55. A groom bought several as presents for his best man and friends,” she adds.

Classic designer labels and items such as Louis Vuitton and Gucci, or Mulberry Bayswater bags, Prada totes and Christian Louboutin pumps always sell, while Tom Ford tops the men’s list. Monday and Thursdays are most popular days to buy.

Shoppers should also think about resell value when they buy, she advises, look at up-and-coming names such as Isabel Marrant, and stick to the golden rule of always keeping the bag and the receipt.

And HEWI London is just the start maintains Wolter-Ferguson, whose close friend is Easyjet founder Stelios Haji-Ioannu. Future scaleability will be in the brand name itself, she says, “more Hardly Evers are on their way”.